Jacqueline Fernandez on entrepreneurship, 'ban fairness creams' movement and more

Brand Equity quizzed Fernandez, who is the new business woman in town, on her ambitions with juice brand RAW PresseryPriyanka Nair | ETBrandEquity | Updated: April 18, 2017, 08:37 IST

In February this year, we featured Anuj Rakyan’s healthy startup story. Rakyan, who started RAW Pressery, a range of juices made with cold-pressed technology, has expanded his business. Yesterday, the company announced that Bollywood actress Jacqueline Fernandez has come forward to help the brand take its next leap. Fernandez is making an investment in the company, and going forward will be closely associated with the brand.

Brand Equity met Fernandez to get her thoughts on entrepreneurship and celebrity endorsements among other things.

Excerpts:

What made you don the hat of an entrepreneur?

It was a natural progression. I have been an actress for some time now, and it was my childhood dream to be one. While there is an artistic side of mine that enjoys acting, there is also another side of my personality that wants to explore business opportunities that are interesting. What I find fascinating is that you can turn your passions into business ideas. That’s what Anuj (Rakyan) did. I am surely looking at RAW Pressery from a business aspect, but more importantly, I really want to campaign for the brand.

Why did you think it was wiser to invest in a RAW Pressery rather than just endorse it?

I have a select few brands, and these are the ones that I believe in. I always want to stand next to the logo of these products, and shout out loud that this is the brand I stand for, even though I don’t have a stake in any of those companies. With RAW, I saw the future of it. Consumers in India are progressing towards healthy lifestyles. We have the demand for it, but there were very few brands that stand healthy in the true sense. I guess RAW is changing that notion.

Going forward, what’s the extent of your involvement likely to be?

Marketing is getting very strong digitally. We have a great in-house marketing team at RAW. I think I can add to that with my social media numbers.

Last year, you were seen in a Puma commercial, and now you are part-financing a consumer products firm like RAW Pressery. Is it a conscious effort to associate with more active, fitness/health oriented brands?

I always endorse brands that match my ideology. I aim to have a healthy and balanced life, and I want to be with brands that advocate healthy thoughts. I feel that most of the time, people know how to do bad, but a lot of times they don’t know how to do good, due to lack of inspiration. I think it may help some people by promoting positive ideas.

Do you think celebrities should examine a brand before promoting it?

Absolutely! It is all about being authentic to your fans, and at the end of the day to yourself. If you fail to do so, then it is a bit false advertising. I may endorse fewer brands, but these are the ones that I have tried and tested.

What are your thoughts on the latest 'ban fairness creams' movement?

I am glad that people like Sonal Sehgal (a model who once endorsed a fairness product, recently went ahead to release an apology film for doing that), and others are voicing their opinion strongly on this issue. It is important that we discuss this. It’s a fact that people have every right to be who they are, and in no way can be discriminated on any grounds, especially when it comes to colour. Younger people are vulnerable; you can’t have a society that advocates ‘fairer’ skin. I am happy that there are so many people out there speaking about this.